Eventual winner Starcom picked up the main portion of the business, with the agency responsible for brand strategy and media planning, research and analysis and reporting for several key brands in the company's consumer division: Shan Liang (eyecare), Ke Li Ke and You Ka Dan (cough and flu), Wei Kang Ling (gastric) and Fu Yan Jie (feminine care).
"(Starcom's) knowledge of the media markets and consumers along with a scientific approach to media planning are what Renhe needs most," said Renhe assistant CEO, Li Jan Bo.
Zenith, which was not selected for the main segment of the account, was retained to handle the pharma company's digital strategic planning, after a strong performance during the review.
Renhe, which launched six years ago, handles creative and media buying in-house, but Starcom Beijing general manager Angela Ng said although the company's products are currently available in tier-one markets, much of its focus had been in the second-tier markets.
"They're very strong in tier-two cities, but they are expanding rapidly," said Ng.
According to AC Nielsen, Renhe spent US$157 million on print and TV in 2006.
